In 1982, Dietrich Mateschitz became aware of products called "tonic drinks", which enjoyed widespread popularity throughout Far East. His idea to market these functional drinks outside Asia evolved whilst he sat at a bar at the Mandarin Hotel in Hong Kong.

In 1984, Mateschitz founded Red Bull. He fine-tuned the product, developed a unique marketing concept and started selling Red Bull Energy Drink on the Austrian market in 1987. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category.

In 2008, Red Bull launched its own Cola: Red Bull Simply Cola – Strong & Natural. Very much in line with the needs of today's consumers, Red Bull Cola - unlike traditional colas - only contains ingredients of 100% natural sources.

In 2009, Red Bull extended its product portfolio with Red Bull Energy Shots: Starting in the USA, now gradually rolling out globally.

Around 4 billion cans of Red Bull are consumed every year. The responsibility for the success of the world's No. 1 energy drink is shared by the company's 6,900 employees around the world. The Red Bull headquarters are based in Fuschl am See, not far from Salzburg, Austria.

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